Estée Lauder welcomes new UK boss for MAC Cosmetics, Bobbi Brown and Too Faced

The Estée Lauder Companies has appointed Sara Staniford as Vice President and General Manager for MAC Cosmetics, Bobbi Brown and Too Faced in the UK and Ireland.

Staniford joins the US-based company from Huda Beauty, where she served as General Manager for Europe for one year.

Prior to this, she was Global Retail Director and President at Revolution Beauty. She has also held senior sales and commercial roles at Nails.INC and Walgreens Boots Alliance.

In a post on LinkedIn, Staniford said: "Over 20 years ago, I began my career on the Bobbi Brown makeup counter. Today, I'm thrilled to share that I've taken on the role of Vice President and General Manager overseeing MAC Cosmetics, Too Faced Cosmetics, and Bobbi Brown Cosmetics for the UK and Ireland.

"This journey has been nothing short of incredible, filled with challenges, growth, and countless learning experiences. Returning to these iconic brands, now from a leadership perspective, feels like a beautiful full-circle moment.

"As I embark on this new chapter, I'm excited to continue contributing to the legacy of these brands and to the ever-evolving beauty industry. A special thank you to Pernilla Nyberg, for your trust and belief in me. I'm excited to embark on this new chapter under your leadership and to contribute to the continued success of these brands. Here's to the next chapter!"

It follows the appointment of Lisa Sequino as President of Estée Lauder's Makeup Brand Cluster, responsible for the strategic direction and global growth of its portfolio of makeup brands.

Both Staniford and Sequino's appointments reflect the company’s investment in strengthening its makeup category and unlocking long-term opportunities, after reporting a 7% decline in makeup sales for the third quarter ending 31 March 2025.